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Planet Fitness Has Unveiled Refreshed Brand Identity

The fitness company introduced a new gear logo and app features to help reignite its membership growth.

Updated on Sept. 19, 2026 in Fitness

Screen-print poster illustration depicting a stack of gym dumbbells and a fitness mat in mustard and teal, representing a fitness brand update.
Planet Fitness has unveiled a refreshed brand identity, including a new logo and upgraded mobile application features, to revitalize membership growth. AI Illustration. Upload story photo >

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Planet Fitness has launched a refreshed brand identity featuring a new gear logo and custom font. These updates, along with a redesigned mobile application, aim to improve member engagement and restore membership growth.

Why it matters

The company introduced these changes after experiencing a slow start to 2026 and following direct feedback from its members. The update represents a strategic effort to retain existing customers and attract new ones in a competitive fitness market.

Planet Fitness reported 21.5 million total members as of the second quarter of 2026, an increase from the 20.8 million members recorded at the end of 2025. The company added 1.1 million net new members during the 2025 calendar year.

The players

Planet Fitness

Planet Fitness is a major American franchisor and operator of fitness centers that focuses on a judgment-free workout environment.

The details

The new visual identity retains the brand's iconic purple and yellow color palette and the thumbs up icon. The upgraded mobile app now includes features allowing users to log weights, sets, and reps while syncing data with external wellness platforms.

Timeline

  1. In 2025, Planet Fitness added 1.1 million net new members.

  2. By the end of Q2 2026, total membership reached 21.5 million.

  3. Starting in September 2026, the new branding began appearing in clubs and digital assets.

  4. The rollout of in-club brand touchpoints is expected to be completed by the end of Q1 2027.

The Big Picture

The company's recent rebranding and digital platform upgrades represent a strategic attempt to reverse the 2026 fitness industry membership growth slowdown. This move follows a period where gym chains faced increasing pressure to adapt their value propositions to retain members.

Members can expect to see the new gear logo and branding across their local clubs and on the company mobile app in the coming months. The updated app provides users with new tools for tracking fitness metrics like reps and sets, which may assist in maintaining personal workout routines.

The takeaway

The pivot to a refreshed brand and improved app shows how digital integration is becoming essential for large-scale fitness chains to maintain relevance. Members looking to get the most out of their gym experience should update their app to access the new tracking capabilities.

What happens next

Planet Fitness will continue the rollout of new in-club branding touchpoints, with completion expected by the end of the first quarter of 2027.

Further reading

Explore more industry trends on the Fitness page.

Source note: This article includes information reported by Leisureopportunities.

Live Poll

Do you trust gym operators to provide better value when they raise prices or rebrand?